Launched this week as part of the Australian Outdoor Media Association’s suite of innovations is this latest upgrade to their industry’s audience measurement system MOVE (Measurement of Outdoor Visibility and Exposure).
CEO of the OMA and MOVE, Charmaine Moldrich told us “The Media Federation of Australia’s committee, the Outdoor Futures Council, have worked very closely with our members to bring these innovations to market. The partnership has helped us build these new tools to specifically meet the changing needs of planners and buyers. Their launch today marks another step toward empowering clients and agencies to make more informed campaign decisions by putting more data in the palms of their hands. MOVE 1.5 gives buyers more accurate reach and frequency scores for their digital campaigns. The jewel in its crown is a new qualitative measure the Neuro Impact Factor which goes beyond attention to measure the impact campaigns have on audiences. These innovations give planners and buyers the ability to optimise their Out of Home spend based on the objectives of their campaign, be it awareness building or sales”.
MOVE 1.5 will introduce an accurate measurement for digital campaigns and a qualitative metric, the Neuro Impact Factor, which goes beyond attention to measure the impact it has on people who see Out of Home signs.
MOVE 1.5 will report reach and frequency for digital signs based on impressions by accounting for audience dwell, sign dwell and Share of Time bought. This has been built into the current world-class MOVE system and is an interim step while the industry upgrades to a new measurement tool MOVE 2.0 in 2024.
Avenue C Managing Partner and Outdoor Futures Council (OFC) Chair, Pia Coyle said, “The methodology behind the Neuro Impact Factor study is thorough and world-class, so we’re excited to bring it into the vernacular when talking about Outdoor. We’ve always known there is more to Outdoor than what we could prove. Now we’ve got the proof for this extra dimension that goes beyond reach, frequency, site-card, or location to bring that to life — it’s pretty exciting.”
The Neuro Impact Factor (NIF) has been added to MOVE 1.5 using data supported by the OMA’s neuroscience study. The study measured the key moments that memory and emotion peak in the brain to evaluate the impact of OOH signs.
Both memory and emotion are key neuroscience metrics associated with mental availability which is linked to effective advertising campaigns.
In tandem with the launch of MOVE 1.5 the industry has also introduced new Industry Standards. Standardisation will streamline the buying and selling of OOH advertising and will give planners and buyers greater clarity through agreed criteria for terminology, geography, screen ratios, insertion orders, and Share of Time (SOT), a new method for transacting how digital signs are bought.
SOT is the percentage of the share of display time advertisers receive out of the total display time in an agreed buying period. Included in the consideration of the percentage of SOT bought are other advertisements, programmatic content, and other content including industry promotions, commercial and editorial content.
SOT should make it easier to buy by location and by environment, in turn helping advertisers meet their desired campaign objectives.
MediaCom National Head of Investment and OFC Standardisation sub-committee Co-Chair, Nick Thomas was quoted as saying “Standardisation is going to save us time so we can spend less time transacting and we can spend more time on audiences, planning, more about people, not screens, and actually really bring to life some amazing campaigns.”
The innovations were first announced at the industry’s first ever OUT-FRONT event in November 2021 and are the result of collaboration with OMA members and the OFC to provide additional tools and ease of use in planning, buying, and reporting on their campaigns.
MOVE 1.5, the NIF, and the Industry Standards document are available from 31 January. For more information contact the OMA, info@oma.org.au.
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